Common content advice is – Be everywhere.

Venture into all the available platforms and become the next Garyvee.

A few problems with that approach.

– A small team (or a one-person team) doesn’t have the bandwidth
– Each platform has a learning curve that you need to respect
– Shallow content (for example – Instagram reels) doesn’t necessarily build high trust
– You don’t need a million people. You just need 100

Contrast that with a well-written essay that completely changes how you think about a certain topic. (Example – Jay Clouse)

Or a podcast you cannot get enough of. (Example – Jay Acunzo)

Or a YouTube channel that goes deep into a topic. (Example – Andrew Huberman)

Less is more, you know.

Not everywhere. Be somewhere.